"Svårt att hitta stilen?"

De personliga shoppingrådgivarnas roll i konsumtionskulturen

Abstract

The aim of this article is to discuss the significance of personal advice services such as personal shoppers, personal stylists or image coaches in today's consumer culture. What characterizes this relatively new phenomenon, and what is its future scope? Through interviews with stylists and personal shoppers, as well as their customers, I want to examine who the customers are and their reasons for seeking professional advice on private matters such as dress and make-up, style and attitutde. I ask the question if these services imply new opportunities and possibilities for increased self-confidence and self-realisation, or if they impose yet more obligations concerning gender- and age-specific appearances and embodied images. What discourses, practices and ideals are performed in this "personal packaging" and branding of the individual?